The Fever-Tree Gin & Tonic Gardens program has taken on a new dimension, with Australia’s best G&T garden winning the owner the ultimate trip to see the Fever-Tree championships in London later this year.
The competition, which will be open until the end of April, aims to reward the best G&T activation and immerse the winner in the heart of Fever-Tree in the UK.
The Fever-Tree Gin & Tonic Garden activation is helping venues with premium gin offerings to better guide consumers through the gins on offer, what makes them more premium and how to go about choosing the best tonic to bring out the best flavours of the gin.
The activation will also help venues to overhaul their outdoor drinking spaces this summer and help give venues something different. The revamped gardens will feature custom-made Fever-Tree furniture, venue-specific menu designs and pairing guides all designed to give venues the tools to guide consumers through the world of gin.
Andy Gaunt, the GM of Fever-Tree in Australia, told TheShout: “This is about harnessing the love that Australians have for gin. There is the potential for some people to be confused and think ‘Ive never heard of this, that thing sounds confusing, it’s costing me more money, so I’ll just default to what I have always drunk’.
“So we will go to pubs and bars across the country with a gin and tonic menu concept, where we will work with each individual bar, look at the range of gins they have and bring our database of tasting notes and tonic pairings.
“We will then create and design a gin and tonic menu for that pub or bar. We will print that and it gets sent to your venue. We will use your gins, your price points, but inside the menu there will be some simple tasting notes that help people understand what the gin tastes like and will recommend a tonic for pairing.”
Fever-Tree Australia Brand Manager, Nikki Daven, added: “Fever-Tree will help facilitate the creation of beautiful spaces in which G&T lovers can push the boundaries and explore the world of premium mixers. The campaign aligns perfectly with the release of our new seasonal tonics, Fever-Tree Cucumber Tonic and Fever-Tree Clementine and Cinnamon Tonic, which are now available in the Australian market.
“The new flavours are a response to a more experimental consumer palate, with gin drinkers opting to try new flavours, garnishes and styles as they allocate a higher proportion of their glass spirit spend to premium gin offerings. With gin doubling category share over the past five-years, Fever Tree’s role in navigating the G&T landscape becomes more heavily invested in these consumer activations.”
Venues can register their interest in having their outdoor space overhauled by heading to the Fever-Tree Gardens website, or by contacting their local SouthTrade representative.
There is a competition website that venues can use to answer questions about why their activation deserves to win, add images of their garden and ultimately submit their entry. The winner will be drawn in May 2020.
Go to http://gardens.fever-tree.com.au/trade/competition to find out more and to submit your entry.